Come February, Tommy Hilfiger and his model muse/guest designer Gigi Hadid will be taking their joint label, Tommy x Gigi, on the road once more. On Tuesday, Hilfiger announced that their 'see now, buy now' collaboration, as well as TommyNow, the designer’s experimental umbrella of shows that brought the Tommy Pier (New York), Tommyland (Los Angeles), and RockCircus (London) to life, is heading to Milan Fashion Week. We’re going to go ahead and assume it’ll be a pretty big deal — especially considering this is the final collection from the two.
“My vision for TommyNow was to create a global platform that we could take on tour to bring our show experience to new audiences around the world,” Hilfiger tells WWD. “It’s about the fusion of fashion, entertainment and pop culture, and experiences, performances, and inspiring interactions that are designed around our consumers. As one of the fashion capitals of the world, Milan is the perfect place to celebrate our next TommyNow show.”
When Hadid introduced her first collection, she told Vogue: “Creatively speaking, it’s something that’s really true to my style,” of the collaboration, which made its debut in full at Tommy Hilfiger's New York Fashion Week show in September 2016. “I wanted it to be something that when people look at it, they know I was the one who designed it, and that it’s something I would genuinely wear?” That sort of intuition has paid off, as the Tommy x Gigi collections have sold out in record time — sometimes before the show is even over.
Back in September, Hilfiger relayed how excited he was to be working with Hadid: “We engaged with Gigi at the beginning of her trajectory, and I think it was just a feeling that we had that this girl was going to be beyond what any other model or any other ‘It’ girl could be," he told WWD. "If you go with your gut in this business, sometimes it works, sometimes it doesn’t work. This time it worked beyond our expectations. Way beyond.”